Description
Position Overview
The Vice President of Marketing is a strategic and hands-on leader responsible for driving growth through data-informed decision-making, digital excellence, and strong brand alignment. This role oversees marketing for both the credit union and its affiliated CUSOs. The VP leads the development and execution of the marketing plan and contributes to organizational strategic planning, aligning marketing initiatives with broader business objectives.
Key Responsibilities
Lead the development and execution of the marketing plan for the credit union and affiliated CUSOs
Contribute to and help shape business strategic planning, ensuring alignment across the credit union and CUSO initiatives
Oversee and manage the marketing budget(s), ensuring effective allocation of resources and strong return on investment
Develop and execute integrated, data-driven marketing strategies that support diverse business lines and audiences
Lead all digital marketing efforts, including website optimization, email marketing, social media, and online campaigns
Analyze campaign performance, member behavior, and market trends to inform strategy and improve ROI
Translate complex data into clear insights and actionable recommendations for leadership
Content development with a strong emphasis on clarity, consistency, and grammatical accuracy across all communications
Ensure all marketing materials meet high standards for proofreading, tone, and brand voice
Provide strategic oversight and alignment for community engagement initiatives
Support and amplify community initiatives through integrated marketing and communications efforts
Drive acquisition, retention, and product adoption across the credit union and CUSO offerings
Manage marketing technology platforms (CRM, marketing automation, analytics tools)
Lead, mentor, and develop a high-performing marketing team
Manage external vendors and agency relationships
Ensure compliance with financial services regulations and brand standards
Requirements
Qualifications
Bachelor’s degree in Marketing, Business, Communications, or related field preferred
5+ years of progressive marketing leadership experience, preferably in financial services, credit unions, or multi-entity environments
Proven experience managing marketing across multiple brands, business lines, or organizations
Strong experience with marketing planning, budget management, and strategic planning processes
Demonstrated strength in data analysis and performance marketing
Deep expertise in digital marketing channels and tools (SEO, paid media, analytics platforms, CRM systems)
Experience with Adobe Creative Suite required.
Exceptional attention to detail, including strong proofreading, editing, and written communication skills
Strong leadership, communication, and stakeholder management skills
Ability to balance strategic thinking with hands-on execution
Understanding of the credit union system and/or CUSO model